You’re framing what I say about intention in the context of marketing. But I’m not talking about marketing, or what it can do. I’m talking about what customers can do, and posing the possible end of advertising inside that context. (Though my mind is not made up about that, which is why my headline is a question.)
Take a look at The Intention Economy: When Customers Take Charge. At that link you can read the first few pages and get the gist of what I mean.